SERVICE DNA: A SYSTEMATIC CLASSIFICATION OF SERVICES

摘要

The Service DNA, a systematic classification scheme for service organizations based on the classification of living organisms in biology is developed. The classification proposed considers simultaneously multiple dimensions on a model of multiple interrelated attributes that describes the service experience to provide service marketers with a deeper understanding of the experiential and holistic nature of services by focusing into the service experience from three distinct perspectives and their interactions: the consumers, the service provider and operations management.